Consumers buy goods and services as means to an end, as potential solutions to their unsatisfied needs and wants. And they select particular brands or deal with a spesific supplier because they perceive them to offer desirable benefits and superior value.
Consumer decision making is essentially a problem-solving process, most customers, whether individual consumers or organizational buyers, go through similar mental processes in deciding which products and brands to buy. Despite this similarity, different customers often end up buying diffenrent things. These differences reflect variations in consumers’ personal characteristics –their needs, benefits sought, attitudes, values, past experiences, and lifestyle—and their social influences- their social class, reference groups, and family situations. (John W. Mullis – Orville C. Walker Jr.)
Source: Mullis, et.al. 2010. Marketing Management, Seventh Edition, McGraw Hill Education Australia